PRESENTATION

ON
MARKETING
COMMUNICATION
BY –
PANKAJ GAUR
MBA
NHCE
The Role of MARKETING
COMMUNICATION
in the Marketing Mix
Overall
Marketing Promotional Mix
Objectives
•Advertising
•Public Relations
•Sales Promotion
Marketing Mix •Personal Selling
•Product •
•Place •
•Promotion •
•Price •
•
•
•
Target Market Promotion Plan
 MARKETING
COMMUNICATION
Marketing communication is the specific
mix of advertising, personal selling,
sales promotion, public relation &
direct marketing which a company uses.
It is also known as promotion mix of
the company.
 Integrated Marketing
Communications
 The concept under which a company
carefully integrates and coordinates
its many communication channels to
deliver a clear , consistent and
compelling message about the
organization and its objectives.
 Marketing
Communication Mix
(Promotion Mix)
•

Marketing
Marketing
Communications Custom
Custom
Communications
mix er
er
mix
((Promotion
Promotion mix
mix))

5
 Marketing
Communication Mix
(Promotion Mix)
•

Marketing
Marketing
Communications Custom
Custom
Communications
mix er
er
mix
((Promotion
Promotion mix
mix))

6
 Marketing
Communication Mix
(Promotion Mix)
•

Marketing
Marketing
Communications Custom
Custom
Communications
mix er
er
mix
((Promotion
Promotion mix
mix))

7
 Marketing
Communication Mix
(Promotion Mix)
•

Marketing
Marketing
Communications Custom
Custom
Communications
mix er
er
mix
((Promotion
Promotion mix
mix))

8
 Marketing
Communication Mix
(Promotion Mix)
•

Marketing
Marketing
Communications Custom
Custom
Communications
mix er
er
mix
((Promotion
Promotion mix
mix))

9
Elements in the communication
process


Message
Message
Sender
Sender Encoding
Encoding Decoding Receive
Receive
Decoding rr
Media
Media

Nois
Nois
ee

Response
Response
Feedback
Feedback

Sender’s field of experience Receiver’s field of

experience 10
SENDER - the party sending the message
to other party.
ENCODING - the process of putting

thought in a symbolic form.

MESSAGE - the set of symbols that

sender transmits.
MEDIA - the communication channel

through which the message moves from

ender to reciever.
DECODING - process by which reciever

assign meanings to the symbols

encoded.
RECEIVER - the party receiving the
message.
RESPONSE - the reaction of the

receiver to the message.

FEEDBACK - the part of the receiver’s

response communicated back to the

sender.
NOISE - unplanned static or distortion

during the communication process.

Competitive Advantage
H ig h p ro d u ct q u a lity

R a p id d e liv e ry

L o w p rice s

E x ce lle n t se rv ice

U n iq u e fe a tu re s
Goals and Tasks of Promotion

Informing Reminding

Target
Audience

Persuading
Goals and Tasks of Promotion

Informing Reminding
PLC Stages : PLC Stages :
Introduction Maturity
Early Growth
Target
Audience

PLC Stages :
Growth
Maturity Persuading
Goals and Tasks of Promotion

Informing Reminding
PLC Stages : PLC Stages :
Introduction Maturity
Early Growth
Target
Audience

PLC Stages :
Growth
Maturity Persuading
Goals and Tasks of Promotion

Reminder Promotion
§Remind customers that product
may be needed
§Remind customers where
to buy product
§Maintain customer awareness
 Steps in Developing Effective
Communication

Identifying
Identifying the
the Target
Target
Audience
Audience

18
 Steps in Developing Effective
Communication

Identifying
Identifying the
the Target
Target
Audience
Audience
Determining
Determining the
the communication
communication
objectives
objectives

19
 Steps in Developing Effective
Communication

Identifying
Identifying the
the Target
Target
Audience
Audience
Determining
Determining the
the communication
communication
objectives
objectives

Designing
Designing aa Message
Message

20
 Steps in Developing Effective
Communication

Identifying
Identifying the
the Target
Target
Audience
Audience
Determining
Determining the
the communication
communication
objectives
objectives

Designing
Designing aa Message
Message

Choosing
Choosing Media
Media

21
 Steps in Developing Effective
Communication

Identifying
Identifying the
the Target
Target
Audience
Audience
Determining
Determining the
the communication
communication
objectives
objectives

Designing
Designing aa Message
Message

Choosing
Choosing Media
Media

Selecting
Selecting the
the Message
Message Source
Source

22
 Steps in Developing Effective
Communication

Identifying
Identifying the
the Target
Target
Audience
Audience
Determining
Determining the
the communication
communication
objectives
objectives

Designing
Designing aa Message
Message

Choosing
Choosing Media
Media

Selecting
Selecting the
the Message
Message Source
Source

Collecting
Collecting Feedback
Feedback
23
 Advertising
Advertising is any paid form of non-
personal presentation and promotion of
ideas , goods , or services by an
identified sponsor.
 ampiCgnEvlutoCampignEvluto
ediaMStrgyMediaStrgy reatiCvSgyCreativSgy
udgetBDcisonBudgetDcison
dvertAisngObjcAdvertisngObjc
Target Market Brand Positioning
Advertising Planning Process
 Money Spent on Media

7 5 % - M e d ia b u y s
1 5 % - C re a tiv e w o rk ( a g e n cy )
1 0 % - A d p ro d u ctio n

5-26
 Advertising objective
• A specific communication task to be
accomplished with a specific target
audience during a specific period of
time.

Informative
Informative
advertising
advertising

Persuasive
Persuasive
Advertis
Advertis advertising
advertising
ing
ing
objectiv
objectiv
es
es Comparison
Comparison
advertising
advertising

Reminder
Reminder
advertising
advertising

28
 Affordable
Affordable

Percentage Objective
Objective --
Percentage-- and
of
of sales
sales and task
task

Competitive
Competitive
parity
parity

29
Classifications of Advertising
• Advertising to Consumer Markets
• National advertising
• Retail/local advertising
• Advertising to increase demand
– Primary demand for the product category
– Selective demand for a specific brand

Business &
Business professional advertising
& professional advertising
Business--to
••Business to--business
business advertising
advertising
Professional advertising
••Professional advertising
Trade advertising
••Trade advertising
 Advantages Of Advertising

uReach large number of people

uLow cost per contact
uCan be micro-targeted
 Disadvantages Of
Advertising

uTotal cost is high

uNational reach is expensive
for small companies
 Message

Good advertising creative strategy



translates the brand’s positioning

statement into a persuasive and
memorable message. A great
creative will provide lasting impact
even if advertising budgets are
constrained.


“ How you say it is as critical as



what you say”

Sales Promotion

S a l e si o n Marketing activities
ot
Prom — other than
personal selling ,
advertising , and
public relations —
that stimulate
consumer buying and
dealer
effectiveness .
Sales Promotion

 Major objects of sales

promotion

CCoonnsu
summ eerr Tra
Traddee SSaalleess fo
force
rce
ppro
romm ooti
tioonn ppro
romm ooti
tioonn ppro
romm ooti tioonn

35
Sales-promotion Tools
 CCoonnsu
summ eerr--
PPro
romm ootio
tionn To
Toools
ls
CCaash sh
SSaamm pplleess CCoouuppoonnss
AAre
refu nrti
ddssi
ve rtissi
fu
ddve n
Pri
Price
ce Pre
Premm iiuumm nngg
ppaacks
cks ss sp
speeci ciaallti
ti
Pa
Patro
tronnaagg DDeemmeesosonnst
st
ee PPOO PP ra
rati
tioonnss
re
reww aard
rd
SSww eeeeppst
st GGaamm eess
CCoonnte
tests
sts aake
kess
36
 Tra
Traddee--PPro
romm ootio
tionn To
Toools
ls

BBuuyy--
bbaack
ck
gguuaararannte
te
Pri AAllllooww aanncc
Price
ce-- eess
ooffs ee
ffs oorr
fre
freee
ggooooddss

37
• BBuusin
sineess
ss--PPro
romm ootio
tionn
To
Toools
ls

CCoonnve
vennti
tioo Tra
Traddee SSaalleess
nnss sh
shooww ss co
connte
tests
sts

38
Sales Promotion
Free samples
End
Contests
C o n su m e rs

Premiums
C om pany
Trade Shows E m p lo y e e s

Vacation
Giveaways
Tra d e
Coupons C u sto m e rs
 Sales Promotion Uses
• Introduce new products
• Get existing customers to buy more
• Attract new customers
• Combat competition
• Maintain sales in off season
• Increase retail inventories
• Tie in advertising & personal selling
• Enhance personal selling efforts
•
 Push versus pull promotion
strategy
Producer Reseller
marketing marketing
• activities Retailer
Retailer activities
&& Consumer
Consumer
Producer
Producer wholesal
wholesal ss
ers
ers
Push strategy

Demand Demand
Retailer
Retailer
Producer && Consumer
Consumer
Producer ss
wholesal
wholesal
ers
ers
Producer marketing activities

Pull strategy
41
 S a le s Pro m o tio n , Pro a n d
C on
Advantages

Motivation method for special

efforts
Short-term sales increase
Defined target audience
Defined role/objectives
Indirect roles (e.g., wider
distribution)
 Disadvantages


• Only short-term
• Hidden costs
• Confusion
• Price cutting -Brand image
• Postponement effect
• Significant government regulation
• Lack of effectiveness sometimes
(learning effect)

 PERSONAL SELLING
 Personal selling is a face-to-face
interaction with one or more
prospective purchasers for the
purpose of making sales.
Steps in personal selling
Prospecting & qualifying

Pre - approach

Approach

Presentation and demonstration

Handling objections

Closing the sale

Follow up
 Prospecting & qualifying
• Prospecting is the process of
identifying prospects or potential
customers and eliminating the non
prospects.
• Qualifying the prospects can be done
by studying their financial
background, volume of business,
special needs, location, and scope
of growth.
 Pre-approach
• The sales person has to learn as much as
possible about the organization and its
buyers, as a pre-approach.
• Information could be gathered from
industry sources, acquaintances, and
from websites.
 Approach
• The sales person must know how to meet
and greet the buyer appropriately and
get the relationship off to a good start.
• His appearance, opening lines of
conversation and the follow up remarks
are important in this step.
 Presentation and
demonstration
• Here the sales person presents the product
through the ‘product story’, explaining
its attributes, customer benefits and how
the product could solve the customer’s
problems.
• The qualities buyers value in sales people
includes empathy, good listening,
honesty, dependability, and follow up
support service.
 Handling objections
• Customers come up with objections that
could be logical or psychological and
may often be unspoken.
• The sales person should handle the
objections with a positive approach, seek
out hidden objectives, ask for
clarifications, convert the objections into
opportunities, and turn objections into
reasons for buying.
 Closing the sale
• Here the sales person tries to persuade
the prospect to take the buying decision,
i.e closing the sale.
• The sales person can ask for the order,
summarise points of agreement, offer to
help to write the purchase order, as
whether the buyer wants this model or
that one, etc.
 Follow up
• The sales person should follow up the
sales and ensure that there is
proper installation, instruction on
and servicing arrangements.
 Direct Marketing

A system of marketing by which

organizations communicate directly with
target customers to generate a
response and/or a transaction.
 Characteristics of Direct
Markets
• Products are not standardized
– Products of different producers not
easily interchangeable
– Less information available
– Characteristics of products traded are
diverse and often intangible (local,
experience)
–

 What Does a Direct Marketer
Do?

Direct Marketers don’t eliminate the
middleman - they become the
middleman!
•


•
 What Products can be Direct
Marketed?
• Virtually any product, but some do better than
others
• Perishable, high-value products particularly
well-suited
– Fruits and vegetables
– Meats, eggs
– Processed products (cheeses, jams, etc.)
• These are well-suited to local markets, high-
value for volume, subject of consumers
concerns over food safety
 Direct marketing methods


– Direct mail
– Catalogs
– Telemarketing
– Direct response ads
– Direct selling
– Internet

Forms Of Direct
Marketing
 Advantages of direct
marketing
•
• Changes in society have made
consumers more receptive to direct-
marketing
• Allows marketers to be very selective
and target specific segments of
customers
• Messages can be customized for
specific customers.
• Effectiveness easier to measure
•
 Disadvantages of direct
marketing


• Lack of customer receptivity and very low

response rates
• Clutter (too many messages)
• Image problems – particularly with
telemarketing
•

Public Relations

ic
Publ ons The marketing function
ti
Rela that
evaluates public
attitudes , identifies
areas within the
organization that the
public may be
interested in , and
executes a program of
action to earn public
understanding and
acceptance .
The Function of
Public Relations

uMain
tain a
uEduc positi
ate th ve ima
compan e pu ge
y’s ob b lic
uIntr jectiv about the
oduce es
uSupp new pro
ort th ducts
uGene e sale
rate f s effo
avorab rt
le pub
licity
 Tools used by Public
Relations

§ Publicity
§ Special publications
§ Community activity participation
§ Fund-raising
§ Special event sponsorship
§ Public affairs activities
•
 THANK
YOU;);)